§ 11. Mr. Roseasked the Postmaster-General whether he will introduce legislation to impose restrictions on television advertising levelled primarily at young children during daytime viewing.
§ Mr. BennNo, Sir. Parliament has placed on the Independent Television Authority the prime responsibility for the advertisements broadcast in its programmes; and the Authority's code of 1305 advertising standards and practice lays down conditions governing advertisements likely to be seen by large numbers of children. If my hon. Friend has any particular advertisement in mind, I am sure the Authority will be glad to have his views on it.
§ Mr. RoseIs the right hon. Gentleman aware that young children are being subjected daily to the most modern of refined techniques of advertising and, quite apart from the moral point of view, is he aware of the financial embarrassment that this can cause to some of us who are too soft-hearted to say "No"?
§ Mr. BennSpeaking as a parent, I am very well aware of this. As a matter of fact, this is not limited to television advertising. The I.T.A. does preclude advertisements which are likely to present physical mental or moral harm.
§ Mr. BryanIs there any evidence to show that this television advertising does any harm to children?
§ Mr. BennAs I indicated in answer to my hon. Friend the Member for Manchester, Blackley (Mr. Rose), it can be very expensive—I think that is the point that he was raising—and, to that extent, I suppose, the advertisers might think that it is a success.